Understanding Campaign Planning
with Consumer Safety in Focus
With many brands up to speed with the 'black and white' approaches to brand safety, many are now turning their attention to brand suitability. Why does suitability matter? To maintain a pristine brand image, many advertisers have historically relied on basic keyword-driven checks to ensure their ads don’t appear alongside content deemed unsafe or inappropriate. While the technology used may help to protect the average brand’s image, many brands with more responsible marketing policies require a nuanced approach in digital deployment. This may take into account how they market to children, how they use consumer data in the most privacy compliant manner, sustainability objectives or being conscious of supporting representative editorial content. Responsible marketing is now part of many brands DNA and making suitable choices in how they advertise in digital environments has the ability to build positive equity with their consumers.
Speakers
Joy Orteza
Media Operations Lead, ASEAN & South Pacific
The Coca-Cola Company
Business transformation expert with a proven track record on delivering improvement in revenue generation and value creation, and identifying and prioritising strategic gaps and threats in achieving business and investment goals. Strong focus in developing guidance & governance frameworks on how to create and maximise media savings, leading digital performance measurement, pioneering product and partnership development approach, and leading pitch management and transition.
Josh Gallagher
Chief Operating Officer, APAC
EssenceMediacom
Josh Gallagher is Chief Operating Officer, APAC at EssenceMediacom, GroupM’s newest and largest agency that is committed to delivering marketing breakthroughs for brands. In his role, Josh is tasked with scaling EssenceMediacom’s capabilities and providing consistent leadership for its clients across the region. With a focus on driving the agency’s culture, he aims to bring a forward-thinking and challenging mindset, helping people and clients to continually grow. He believes that in an industry that is ever-changing, the ability to evolve the way of working through more agile talent and technology capabilities will deliver work that transforms clients’ businesses. With over 20 years of industry experience, Josh uses his expertise across brand communications, digital, content, technology, and data to drive business growth. He has built profitable practices from the ground up, along with developing teams of market-leading specialists. With his progressive mindset, he has taken the lead in global ecommerce consulting practices. He has also authored unique training approaches to constantly develop how teams better immerse themselves in clients’ businesses. Some of the world’s most influential brands have tapped into Josh as a key advisor. He has defined marketing transformation for global consumer packaged goods brands, delivering first-to-market solutions that have won at global award shows for creativity, media, data, and technology. With international awards jury experience, industry body representation, and countless speaking engagements at events, Josh has a passion to make the industry more positive and provocative.
Rob Rasko
President
Brand Safety Summit Series
Rob is the principal provider of operational, strategic and tactical counsel for solutions for better digital advertising infrastructure and opportunities for revenue growth to some of the worlds largest companies. Rob publishes a regular monthly column for Marketing Land and his thought leadership has been featured in AdAge, AdWeek, Mediapost, AdExchanger, Business Insider and MyersBizNet.While at The 614 Group, Rob has led strategic engagements for clients such as Condé Nast, Interpublic / Mediabrands, IBM Watson, TAG, and Panasonic and has worked to recruit a world class board of advisors and a team of consultants who properly represent the brand and make customer satisfaction a core value.He has extensive experience in digital media and is a distinguished leader in the Ad Tech industry. Among his many accomplishments, Rob has served as Board Member and Executive Advisor to the IAB on International Affairs, as the CFO/COO and President of the global advertising network CPXi.